Surface treatment of cellulose fibers was performed with maleated high oleic sunflower oil (MSOHO). The MSOHO‐treated cellulose fibers and unmodified cellulose fibers were dispersed in styrene butadiene rubber (SBR) using a two roll mill. Vapor grown carbon nanofibers (VGCNF) were also incorporated at only one parts per hundred rubber (phr) in unmodified cellulose fibers/SBR composites. The curing characteristics, mechanical properties, and water absorption of the resulting composites were determined. MSOHO‐treated fibers completed curing at much slower rate and also decreased the cure density of composites, compared to unmodified fibers. In contrast, the combination of VGCNF and unmodified cellulose fibers accelerated the SBR curing process, but reduced the cure density. MSOHO treatment improved the dispersion of the fibers in the SBR, which resulted in improved mechanical properties of composites. The composite incorporating 1 phr VGCNF and 15 phr unmodified cellulose fibers showed the greatest increase in tensile strength as compared with neat SBR. POLYM. COMPOS. 37:1113–1121, 2016. © 2014 Society of Plastics Engineers